Brand Tone

Compassionate and Caring, Friendly and Approachable, Passionate, Community-Oriented, Stylish and Modern (for pet lovers)

Brand Values

• •Animal Welfare: This is a core value, explicitly stated as a driving force behind the brand's creation and mission. A portion of income is donated to animal shelters.
• •Giving Back: The founder's desire to "give something back" through the success of the shop is prominent.
• •Transparency: The intention to openly show where donations go indicates a value for transparency.
• •Passion for Pets (and Fashion): The brand aims to merge the love for animals with stylish products for their owners.
• •Second Chances: Inspired by the rescue stories of the founder's own pets, the idea of giving animals a better life is central.

Best Practices

• •Always Lead with Compassion: Whether it's a product description or a social media post, ensure the underlying message reflects a genuine care for animal welfare. Use empathetic language.
• •Tell Personal Stories (Authentically): Share the rescue stories that inspire the brand, like Jakob's. This builds connection and reinforces the "why" behind Kanimal. Encourage user-generated content featuring their pets and stories.
• •Maintain a Friendly & Inclusive Voice: Address the audience directly and warmly (e.g., "Hallo und herzlich willkommen bei Kanimal.de!"). Foster a sense of community by using terms like "our pack" or "our mission."
• •Clearly Link Products to the Cause: Don't let the mission be an afterthought. In product descriptions and ads, consistently remind customers that their purchase contributes to animal welfare.
• •Be Enthusiastic and Positive (but Sincere): While the topic of animal rescue can be serious, maintain an overall positive and hopeful tone that celebrates the joy of pets and the impact of collective effort. Avoid overly somber or guilt-inducing language; focus on empowerment through contribution.

Social Perception

Positive (among its followers), Niche, Emerging, Trust (aspired)

Copy Examples

• •Headline: "Wear Your Heart on Your Sleeve (and Support a Paw-some Cause!)" Body: "Our new collection of super-soft tees and cozy hoodies doesn't just look good – it does good! Every purchase helps us give more wagging tails and happy purrs a second chance. Shop Kanimal and show your love for animals, inside and out." Call to Action: "Shop the Collection & Make a Difference"
• •Headline: "More Than Just Merch – It's a Mission." Body: "At Kanimal, we believe every animal deserves love and a safe home. That's why a portion of every stylish accessory and cute mug you buy goes directly to animal rescue organizations. Join our pack and help us change lives, one purchase at a time." Call to Action: "Learn About Our Impact"
• •Headline: "Fuel Your Day, Help a Stray." Body: "Sip your morning coffee from our 'Need My Latte' thermal mug and smile knowing you're part of something bigger. Stylish gear for you, vital support for animals in need. That's the Kanimal way." Call to Action: "Get Your Feel-Good Mug"
• •Headline: "Pawsitively Fashionable, Passionately Kind." Body: "Who says you can't be stylish AND an animal hero? Our unique designs celebrate the joy pets bring to our lives, while every sale helps us support the incredible work of animal shelters. Look great, feel amazing." Call to Action: "Discover Your New Favorite Piece"
• •Headline: "From Rescued with Love, To Designs You'll Love." Body: "Kanimal was born from a deep love for rescued animals, like Lucy, Kiwi, Lotti, and Emmie. Our founder, Jakob, knows firsthand the joy of giving a deserving animal a new beginning. That passion is woven into every product we create, helping fund more happy endings." Call to Action: "Read Our Story & Join the Cause"